Health insurer ONVZ from Houten has selected Media Agency STROOM after an extensive and intensive pitch process. STROOM will be responsible for the media strategy, planning, and purchasing. ONVZ is an independent, non-profit specialist in health insurance that offers customers a First-Class Health Insurance plan with optimal freedom of choice, very generous reimbursements, and excellent service. This ensures that policyholders have quick access to the care they need and the freedom to make their own healthcare choices.
The pitch was led by consultant and pitch guide Emile van den Berg from ONVZ. Three agencies were defeated in the media pitch.
Strategy
The media consumption of the Dutch consumer is fragmenting. There are more and more channels, programs, podcasts, streaming services, and (social media) platforms. However, the total time we spend on them remains the same: attention is valuable.
The insurance industry is a commodity market with its own rules. Price and coverage are by far the most mentioned aspects in communications within an overcrowded health insurance market. It is essential here to make different, yet relevant, content-driven choices for a high-positioned brand like ONVZ.
We continuously seek a balance between brand positioning, creation, and media within the triangle of ONVZ, advertising agency Open Now, and media agency STROOM.
“With STROOM, we have found a good partner for the next step of our brand. The combination of professionalism, vision, and a personal connection gives us great confidence in this partnership. In close cooperation with the advertising agency Open Now, we will further advance the ONVZ brand within the triangle.” — Nicolet Annema, Senior Campaign Marketer
Martijn Jaartsveld, Strategy Director at STROOM: “From a strategic perspective, we seek unique brand and media insights that enhance a campaign and strengthen a brand. We aim for the right balance between branding and performance, and between effectiveness and efficiency. Health insurer ONVZ is a fantastic brand that wants to grow further in the premium segment. We are fully committed to this.”
